Baby boomers hold the 'key to success' for automakers

Jun 12, 2013

When you look at much of popular media these days, it often feels as though the advertisers of America are eyeing that young audience. If you're over 55, you could certainly be forgiven for getting the idea that advertisers and agencies don't much care what you want to buy.

Well, a new study by the University of Michigan Transportation Research Institute proves that, at least when it comes to buying cars, it's those often overlooked, sometimes-invisible over 55's who are doing much of the buying.

The study found the 55-to-64 year old baby-boomers are 15 times more likely to buy a new car or truck than the 18-to-24 year olds.

John Wolkonowicz, an independent auto analyst, joined us from Boston today to talk more about why baby boomers seem to hold the key to success for automakers.

Listen to the full interview above.